US Condom Market

Résumé du document

The total U.S. market for condoms, including sales through all retail channels touched $398.3 million in 2005. It has been increasing by 2.8% from 2004. The U.S. condom market is a stable and matured one growing at a steady rate every year.

So in terms of main players which preoccupied the condom market, the profitability of the market is high.
There are strong barriers of entry and these make it difficult to enter the condom market, so the number of producers has remained small. In terms of new companies which want to enter the market, the profitability of the market is low.

Extraits

[...] The condom is one of the few sex-related products that are not sexy at all. In fact it's downright intrusive. According to Durex, promoting condom use to prevent AIDs or unwanted pregnancy is too negative and not cheerful for a brand. Therefore Durex chooses to stress the freedom inherent in using a condom. However, this doesn't mean that it ignores the importance of safety when having sexual intercourse. Durex insists that its most important goal is to save young lives, rather than simply sell condoms to people, especially young guys who are more attracted to the pleasure aspect. [...]

[...] Its advertisements are suggesting that its products answer to such needs beyond mere protection. On the other hand, Trojan's swerve to the old scare tactics have only helped its campaign to sink to the level of public health messages such as no smoking campaigns. These campaigns, while effective in raising people's awareness, lack the appeal which is needed to influence consumers' buying behavior. Market driven vs. market driving The concept of Market-driven and Market-driving is very useful to analysis two brands, Trojan and Durex. [...]

[...] Condoms for the women are also introduced in the market. Condoms remain the most basic and common form of contraception across the world. Brand extensions Generally, condom manufacturers have been using their established brands to introduce new products in the market. These brand extensions are mainly sex toys, massage oils, glide gel, lotions, shave cream, bath gel, candles, cards, books, etc. Line Extensions (Product types) Pricing There is no price differentiation for the condoms in the US market. There are a lot of varieties among different condom brands but most of them fall between the ranges $ 0.50 0.99 per condom. [...]

[...] A survey about sex life around the world The condom companies' research about sex life, attitude or something related condoms and give the information to the media to make them write articles about sex or condoms. As a result, the articles should include the company's name and in this way, people would recognize the company. Partnerships The condom companies also support a lot of health organizations as a way to communicate their brand value. Prevention vs. promotion There are two different ways of communicating value to consumers in the condom industry the prevention and promotion focuses. [...]

[...] What's more, because only half of American people buy condoms to protect themselves against AIDS, US condom brands would examine if a preventive communication of AIDS is still appropriate. Environmental Analysis Opportunity & Threat Description of product Definition of condoms A condom is a flexible cover, usually made of thin rubber or latex, used by the man during sexual intercourse. Condoms are used for contraceptive purposes or as a means of preventing sexually transmitted diseases. History Condoms have been used in the purpose of birth control for centuries. The first portrayal of condoms were found in Egypt and date back to 3000 years ago. [...]